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CONSUMERS & BRANDS Target Group: Gen Z / Generation Z in Vietnam December 2022 Global Consumer Survey Target Group Report Introduction Report overview Global Consumer Survey methodology (1) Design: Online Survey, split questionnaire design This report analyses Gen Z (Generation Z), which are consumers that were born between 1995 - 2012 Duration: approx 15 minutes The report offers the reader a comprehensive Language: official language(s) of each country with overview of Gen Z / Generation Z in Vietnam: who they American English offered as an alternative are; what they like; what they think; and how to reach them It provides insights on their demographics, Region: 56 countries lifestyle, opinions, and marketing touchpoints Additionally, the report allows the reader to Number of respondents: benchmark Gen Z / Generation Z in Vietnam (’’target • 12,000+ for countries with the extended survey group’’) against the average Vietnamese onliner, labelled as ’’all respondents’’ in the charts (including Germany) • 2,000+ for the basic survey The report is updated regularly and is based on data from the Statista Global Consumer Survey Sample: Internet users, aged 18 – 64, quotas set on gender and age Fieldwork: • Continuous from January to December • Countries that receive the extended survey are updated four times a year 2 Notes: (1): See the full methodology for a detailed overview of the study design Sources: Statista Global Consumer Survey as of December 2022 Gen Z / Generation Z in Vietnam Management summary: key insights Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints 30% of all respondents are between the Having a good time and making own 61% of Gen Z / Generation Z state that Gen Z / Generation Z access the internet ages 18 and 29 decisions is relatively important to Gen they want to access their media on all via a desktop PC less often than the Z / Generation Z their devices average onliner 52% of Gen Z / Generation Z are male Movies, TV shows and music are A relatively high share of Gen Z / Gen Z / Generation Z tend to send More than half of Gen Z / Generation Z relatively prevalent interests of Gen Z / Generation Z think that unemployment private messages more often thanthe have a low annual household income Generation Z is an issue that needs to be addressed average onliner Gen Z / Generation Z are more likely to Gen Z / Generation Z are more likely to 14% of Gen Z / Generation Z have more Gen Z / Generation Z remember seeing live in small towns and rural have video gaming as a hobby than the left leaning political views ads in the movies/cinema more often communities than the average onliner average onliner than the average onliner Gen Z / Generation Z remember seeing ads in video portals more often than the average onliner 3 Sources: Statista Global Consumer Survey as of December 2022 CHAPTER 01 Demographic profile • Life stages • Gender • Education • Income • Household classification • Type of community 30% of all respondents are between the ages 18 and 29 Demographic profile: life stages Age of consumers in Vietnam Target group 100% 0% 0% 0% All respondents 30% 32% 20% 18% 18 - 29 years 30 - 39 years 40 - 49 years 50 - 64 years 5 Notes: ’’How old are you?’’; Single Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 52% of Gen Z / Generation Z are male Demographic profile: gender Gender of consumers in Vietnam Target group 52% 48% All respondents 52% 48% Male Female 6 Notes: ’’What is your gender?’’; Single Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 30% of Gen Z / Generation Z have a further education Demographic profile: education Consumer’s level of education in Vietnam 59% 54% 30% 14% 14% 4% 6% 7% 4% 3% 1% 2% Secondary Further Technical / Bachelor degree Master degree 0% 0% education education vocational or equivalent or equivalent No formal (permission to education Doctoral degree education / go to university) or equivalent primary school Target group All respondents 7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 More than half of Gen Z / Generation Z have a low annual household income Demographic profile: income Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross income Target group 22% 24% 54% All respondents 34% 35% 32% High Middle Low 8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; How old are you?; Single Pick; Base: n=414 Gen Z / Generation Z, n=1796 all respondents Sources: Statista Global Consumer Survey as of December 2022 A relatively high share of Gen Z / Generation Z live in a household of two or more related adults Demographic profile: household classification Type of households in which consumers in Vietnam live 55% 46% 18% 18% 19% 9% 10% 7% 7% 3% 3% 2% 2% 2% Single household Couple Single parent Partners Multi- Two or more Other household household and children generational related adults household types family Target group All respondents 9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 Gen Z / Generation Z are more likely to live in small towns and rural communities than the average onliner Demographic profile: type of community Communities where consumers live in Vietnam 36% 32% 26% 24% 23% 17% 10% 9% 5% 7% 5% 4% Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5 Target group All respondents million inhabitants million inhabitants 10 Notes: ’’In what type of community do you live?’’; Single Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 Having a good time and making own decisions is relatively important to Gen Z / Generation Z Consumer lifestyle: life values Most important aspects of life for consumers in Vietnam 49% 47% 40% 43% 41% 36% 32% 29% 28% 30% 29% 26% 29% 26% 22% 22% 25% 25% 13% 7% To be Having a Making Learning A happy An honest Advancing Safety and Social Traditions my own security justice successful good time decisions new things relationship and my career respectable life Target group All respondents 12 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 Movies, TV shows and music are relatively prevalent interests of Gen Z / Generation Z Consumer lifestyle: main interests Top 10 interests of Gen Z / Generation Z in Vietnam 51% 48% 48% 45% 43% 42% 40% 42% 35% 32% 31% 32% 38% 33% 34% 33% 29% 30% 23% 25% Food & Science & Movies, Fashion Finance & Health & Travel Sports Gaming & Politics & dining technology TV shows & beauty economy fitness eSports society & music and current world events Target group All respondents 13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 Gen Z / Generation Z are more likely to have video gaming as a hobby than the average onliner Consumer lifestyle: hobbies & leisure activities Top 10 hobbies and leisure activities of Gen Z / Generation Z in Vietnam 53% 42% 41% 34% 36% 34% 38% 37% 35% 33% 31% 27% 28% 28% 24% 22% 24% 21% 19% 17% Video Tech & Traveling Reading Doing Cooking Pets Cars & Outdoor Photography vehicles activities gaming computers sports & baking and fitness Target group All respondents 14 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 CHAPTER 03 Consumer attitudes • Attitudes towards digital media • Challenges facing the country • Politics 15 61% of Gen Z / Generation Z state that they want to access their media on all their devices Consumer attitudes: attitudes towards digital media Agreement with statements in Vietnam 61% 58% 45% 44% 43% 36% 40% 35% 23% 20% I want to access my It is important to me Digital services allow I prefer digital content I prefer to own hard music / movies on all my to get the best image me to discover new as it is easier to manage copies of films, and exciting content devices (TV, and sound quality books or music (e.g smartphone, tablet, etc.) DVD, CD, vinyl) Target group All respondents 16 Notes: ’’Which of these statements apply to you?’’; Multi Pick; How old are you?; Single Pick; Base: n=269 Gen Z / Generation Z, n=1049 all respondents Sources: Statista Global Consumer Survey as of December 2022 A relatively high share of Gen Z / Generation Z think that unemployment is an issue that needs to be addressed Consumer attitudes: challenges facing the country The 10 most important issues facing Vietnam according to Gen Z / Generation Z 47% 43% 41% 38% 36% 36% 38% 33% 33% 29% 31% 30% 35% 29% 26% 24% 23% 24% 21% 19% Environ- Education Health Rising prices Economic Climate Unemploy- Crime Food and Poverty ment and social / inflation / situation change ment water cost of living security security Target group All respondents 17 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 14% of Gen Z / Generation Z have more left leaning political views Consumer attitudes: politics Political attitudes of consumers in Vietnam Target group 14% 44% 26% 17% All respondents 11% 47% 33% 9% Left Center Right Prefer not to answer 18 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views Where would you place yourself on a scale from left to right?’’; Single Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 CHAPTER 04 Marketing touchpoints • Digital advertising touchpoints • Internet usage by device • Social media usage • Non-digital advertising touchpoints • Traditional media usage Gen Z / Generation Z remember seeing ads in video portals more often than the average onliner Marketing touchpoints: digital advertising touchpoints Top 10 places where Gen Z / Generation Z in Vietnam have come across digital advertising in the past 4 weeks 57% 50% 44% 40% 38% 38% 36% 32% 29% 32% 29% 30% 32% 32% 28% 28% 28% 26% 26% 22% Video Social Video Search Other apps Online Websites Video Editorial Blogs/ portals media games engines stores and apps streaming websites forums services and apps of brands Target group All respondents 20 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n= 2097 all respondents Sources: Statista Global Consumer Survey as of December 2022